“Increased spending on programmatic advertising and improved technological innovations in display technologies are fostering the growth of the digital out of home market” The digital out of home market, was valued at USD 12.52 billion in 2016 and is expected to reach USD 26.21 billion by 2023, at a CAGR of 10.7% during the forecast period. Programmatic advertising has a major role in the overall digital out of home market. The programmatic advertising platform is an online auction where media buyers specify their targeting requirements, such as audience demographics, time of day and location, as well as their budgetary constraints. According to a survey conducted by the Digital Place Based Advertising Association (DPAA) (US), 39% of media buyers are interested in purchasing programmatic platforms for digital out of home advertising.
Direct-view fine-pixel light-emitting diode (LED) and direct-view large-pixel LED displays are becoming increasingly common within retail and transit environments, and there have been a number of innovative interactive displays featured in the outdoor advertising campaigns. The intuitive and interactive nature of interactive touch-point displays and kiosks has fueled the growth of the interactive systems and made the customer buying experience easy and less time-consuming. The factors restraining the growth of the digital out of home market include an increase in the trend of online/broadcast advertisement and lack of standards for interoperability between devices.
“Increasing usage of VR and AR, growing demand for IoT, and emergence of the cloud platform are driving the growth of the digital out of home market”
Virtual reality (VR) and augmented reality (AR) have a great ability in creating content for a wide range of audiences with the added value of capturing the users’ attention. The integration of AR and VR with the digital out of home advertising may help the companies in building brand value and increase both the reach and interactivity of their campaigns. The most important aspect of AR campaigns is the ability to extract valuable data. Tracking what users are interested in, combined with their details and movements allows companies to shift campaigns and set prices accordingly.
Cloud-based platform has offered the much-needed flexibility for businesses to scale up and grow on a global level. These platforms have become capable of processing complex data, enabling the creation of interconnected systems. Internet of Things (IoT) allows users and things to be connected anytime and anywhere for anything using any network or service. This creates a large source of information about users, with their objects or gadgets being able to autonomously gather their likes, dislikes, and preferences. IoT as a technology involves a significant amount of data that has to be stored, managed, and analyzed. Cloud-based software is very efficient as it can manage the content on a single screen or multiple screens. The cloud-based software solution is considered cost-effective as it minimizes the expenses that are required for purchasing, installing, and maintaining the server.
“North America and APAC are the major regions for the digital out of home market”
North America held the largest share of the digital out of home market in 2016. North America being technologically advanced and developed is a leading market for the cutting edge technology, which is used in the advertisement sector. The digital out of home market in North America is driven by various factors such as the high standard of living of customers and the need to save time, need for accuracy and efficiency in the retail sector. Asia Pacific (APAC) is expected to exhibit the highest growth rate in the digital out of home market because of its acceptance in the retail, transport, banking, financial services and insurance (BFSI), and entertainment sectors.
In the process of determining and verifying the market size for several segments and subsegments gathered through secondary research, extensive primary interviews have been conducted with key experts. Following is the breakup of the profile of primary participants:
• By Company Type: Tier 1 – 22%, Tier 2 – 34%, and Tier 3 – 44%
• By Designation: C-Level Executives – 32%, Directors – 33%, and Others – 35%
• By Region: North America – 42%, Europe – 30%, APAC – 15%, and RoW – 13%
The major players in this market includes JCDecaux (France), Clear Channel Outdoor Holdings, Inc. (US), Lamar Advertising Company (US), OUTFRONT Media (US), Daktronics (US), and Prismview LLC (US) among others.
Research Coverage:
The report estimates the market size and future growth potential of the digital out of home market across different segments such as product, application, vertical, and geography. Moreover, the report includes the industry trends, market dynamics, and competitive analysis of the key players in the market, along with their company profiles, competitive leadership mapping, and recent developments.
Key Benefits of Buying the Report:
The report would help the market leaders/new entrants by providing them the closest approximations of the revenue numbers for the digital out of home segments and subsegments. Moreover, this report would help stakeholders to better understand the competitor landscape and gain insights to strengthen their businesses and have suitable go-to-market strategies. Furthermore, this report helps the stakeholders to understand the pulse of the market and provides them information on key market drivers, restraints, challenges, and opportunities.

4 PREMIUM INSIGHTS 30
4.1 ATTRACTIVE OPPORTUNITIES FOR GROWTH OF DIGITAL OUT OF HOME MARKET 30
4.2 DIGITAL OUT OF HOME MARKET, BY APPLICATION 31
4.3 APAC COUNTRIES EXHIBITING LUCRATIVE OPPORTUNITIES IN DIGITAL OUT OF HOME MARKET 31
4.4 DIGITAL OUT OF HOME MARKET, BY VERTICAL 32
4.5 DIGITAL OUT OF HOME MARKET, BY COMMERCIAL VERTICAL 32

TABLE 1 DIGITAL OUT OF HOME MARKET, BY APPLICATION, 2014–2023 (USD BILLION) 48
TABLE 2 DIGITAL OUT OF HOME MARKET, BY VERTICAL, 2014–2023 (USD BILLION) 54
TABLE 3 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL, BY SECTOR,
2014–2023 (USD MILLION) 55
TABLE 4 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL, BY REGION,
2014–2023 (USD MILLION) 56
TABLE 5 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL IN NORTH AMERICA, BY COUNTRY, 2014–2023 (USD MILLION) 57
TABLE 6 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL IN EUROPE,
BY COUNTRY, 2014–2023 (USD MILLION) 57
TABLE 7 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL IN APAC,
BY COUNTRY, 2014–2023 (USD MILLION) 58
TABLE 8 DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL IN ROW,
BY REGION, 2014–2023 (USD MILLION) 58
TABLE 9 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL,
BY SECTOR, 2014–2023 (USD MILLION) 61
TABLE 10 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL,
BY REGION, 2014–2023 (USD MILLION) 61
TABLE 11 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL IN
NORTH AMERICA, BY COUNTRY, 2014–2023 (USD MILLION) 61
TABLE 12 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL IN EUROPE,
BY COUNTRY, 2014–2023 (USD MILLION) 62
TABLE 13 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL IN APAC,
BY COUNTRY, 2014–2023 (USD MILLION) 62
TABLE 14 DIGITAL OUT OF HOME MARKET FOR INFRASTRUCTURAL VERTICAL IN ROW,
BY REGION, 2014–2023 (USD MILLION) 63
TABLE 15 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL, BY SECTOR,
2014–2023 (USD MILLION) 64
TABLE 16 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL, BY REGION,
2014–2023 (USD MILLION) 65
TABLE 17 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL IN
NORTH AMERICA, BY COUNTRY, 2014–2023 (USD MILLION) 65
TABLE 18 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL IN EUROPE,
BY COUNTRY, 2014–2023 (USD MILLION) 66
TABLE 19 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL IN APAC,
BY COUNTRY, 2014–2023 (USD MILLION) 66
TABLE 20 DIGITAL OUT OF HOME MARKET FOR INSTITUTIONAL VERTICAL IN ROW,
BY REGION, 2014–2023 (USD MILLION) 67
TABLE 21 DIGITAL OUT OF HOME MARKET FOR OTHER VERTICALS, BY REGION,
2014–2023 (USD MILLION) 68
TABLE 22 DIGITAL OUT OF HOME MARKET FOR OTHER VERTICALS IN NORTH AMERICA,
BY COUNTRY, 2014–2023 (USD MILLION) 68
TABLE 23 DIGITAL OUT OF HOME MARKET FOR OTHER VERTICALS IN EUROPE,
BY COUNTRY, 2014–2023 (USD MILLION) 69
TABLE 24 DIGITAL OUT OF HOME MARKET FOR OTHER VERTICALS IN APAC,
BY COUNTRY, 2014–2023 (USD MILLION) 69
TABLE 25 DIGITAL OUT OF HOME MARKET FOR OTHER VERTICALS IN ROW,
BY REGION, 2014–2023 (USD MILLION) 70
TABLE 26 DIGITAL OUT OF HOME MARKET, BY REGION, 2014–2023 (USD BILLION) 73
TABLE 27 DIGITAL OUT OF HOME MARKET IN NORTH AMERICA, BY COUNTRY,
2014–2023 (USD MILLION) 75
TABLE 28 DIGITAL OUT OF HOME MARKET IN EUROPE, BY COUNTRY,
2014–2023 (USD MILLION) 79
TABLE 29 DIGITAL OUT OF HOME MARKET IN APAC, BY COUNTRY,
2014–2023 (USD MILLION) 81
TABLE 30 DIGITAL OUT OF HOME MARKET IN ROW, BY REGION, 2014–2023 (USD MILLION) 85

LIST OF FIGURES

FIGURE 1 MARKET SEGMENTATION 13
FIGURE 2 DIGITAL OUT OF HOME (DOOH) MARKET, BY GEOGRAPHY 13
FIGURE 3 DIGITAL OUT OF HOME MARKET: PROCESS FLOW OF MARKET SIZE ESTIMATION 15
FIGURE 4 DIGITAL OUT OF HOME MARKET: RESEARCH DESIGN 16
FIGURE 5 MARKET SIZE ESTIMATION METHODOLOGY: BOTTOM-UP APPROACH 22
FIGURE 6 MARKET SIZE ESTIMATION METHODOLOGY: TOP-DOWN APPROACH 23
FIGURE 7 MARKET BREAKDOWN & DATA TRIANGULATIONS 24
FIGURE 8 DIGITAL OUT OF HOME MARKET, 2014–2023 (USD BILLION) 27
FIGURE 9 DIGITAL OUT OF HOME MARKET, BY APPLICATION, 2014–2023 (USD BILLION) 27
FIGURE 10 DIGITAL OUT OF HOME MARKET, BY VERTICAL, 2017–2023 (USD BILLION) 28
FIGURE 11 APAC EXPECTED TO REGISTER HIGHEST CAGR IN DOOH MARKET BETWEEN
2017 AND 2023 29
FIGURE 12 DIGITAL OUT OF HOME MARKET EXPECTED TO EXHIBIT HIGH GROWTH BETWEEN 2017 AND 2023 30
FIGURE 13 OUTDOOR APPLICATION IS EXPECTED TO DOMINATE DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 31
FIGURE 14 INDIA EXPECTED TO REGISTER HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 31
FIGURE 15 COMMERCIAL VERTICAL TO HOLD LARGEST SHARE OF DIGITAL OUT OF HOME MARKET BETWEEN 2017 AND 2023 32
FIGURE 16 RETAIL SECTOR EXPECTED TO GROW AT HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 32
FIGURE 17 DIGITAL OUT OF HOME MARKET: DRIVERS, RESTRAINTS, OPPORTUNITIES, AND CHALLENGES 34
FIGURE 18 VALUE CHAIN ANALYSIS: MAJOR VALUE ADDED DURING PRODUCT DEVELOPMENT AND INTEGRATION PHASES 39
FIGURE 19 PRODUCTS IN DIGITAL OUT OF HOME MARKET 43
FIGURE 20 DIGITAL OUT OF HOME MARKET, BY APPLICATION 47
FIGURE 21 INDOOR APPLICATION IS EXPECTED TO REGISTER HIGHEST CAGR DURING FORECAST PERIOD 47
FIGURE 22 TYPE OF DISPLAYS IN DOOH ADVERTISING 49
FIGURE 23 DIGITAL OUT OF HOME MARKET, BY VERTICAL 53
FIGURE 24 INFRASTRUCTURAL VERTICAL IS EXPECTED TO REGISTER HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 54
FIGURE 25 APAC IS EXPECTED TO REGISTER HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET FOR COMMERCIAL VERTICAL DURING FORECAST PERIOD 56
FIGURE 26 DIGITAL OUT OF HOME MARKET, BY GEOGRAPHY 72
FIGURE 27 NORTH AMERICA IS EXPECTED TO DOMINATE DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 72
FIGURE 28 GEOGRAPHIC SNAPSHOT OF DIGITAL OUT OF HOME MARKET: RAPIDLY GROWING MARKETS EMERGING AS NEW HOTSPOTS 73
FIGURE 29 APAC EXPECTED TO REGISTER HIGHEST CAGR DURING FORECAST PERIOD 74
FIGURE 30 US EXPECTED TO REGISTER HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 75
FIGURE 31 US HELD A MAJOR SHARE OF DIGITAL OUT OF HOME MARKET IN NORTH AMERICA IN 2016 76
FIGURE 32 UK IS EXPECTED TO DOMINATE DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 78
FIGURE 33 AUSTRALIA IS EXPECTED TO REGISTER HIGHEST CAGR IN DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 80
FIGURE 34 SNAPSHOT OF DIGITAL OUT OF HOME MARKET IN APAC: CHINA – MOST LUCRATIVE MARKET IN 2015 82
FIGURE 35 MIDDLE EAST & AFRICA IS EXPECTED TO DOMINATE DIGITAL OUT OF HOME MARKET DURING FORECAST PERIOD 85
FIGURE 36 COMPANIES ADOPTED NEW PRODUCT LAUNCHES AND EXPANSIONS AS THE KEY GROWTH STRATEGIES BETWEEN 2015 AND 2017 87
FIGURE 37 MARKET RANKING ANALYSIS OF THE TOP 5 PLAYERS IN DIGITAL OUT OF HOME MARKET, 2016 88
FIGURE 38 BATTLE FOR MARKET SHARE: CONTRACT AND PARTNERSHIPS WERE THE KEY STRATEGIES ADOPTED BY COMPANIES BETWEEN 2015 AND 2017 90
FIGURE 39 CONTRACT AND PARTNERSHIPS WERE MAJOR STRATEGIES ADOPTED
BY INDUSTRY PLAYERS 91
FIGURE 40 GEOGRAPHIC REVENUE MIX OF KEY DIGITAL OUT OF HOME MARKET PLAYERS 92
FIGURE 41 JCDECUAX: COMPANY SNAPSHOT 96
FIGURE 42 LAMAR ADVERTISING COMPANY: COMPANY SNAPSHOT 102
FIGURE 43 OUTFRONT MEDIA INC.: COMPANY SNAPSHOT 105
FIGURE 44 CLEAR CHANNEL OUTDOOR HOLDINGS, INC.: COMPANY SNAPSHOT 109
FIGURE 45 DAKTRONICS: COMPANY SNAPSHOT 118
FIGURE 46 OOH!MEDIA LTD.: COMPANY SNAPSHOT 121

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